CANNES, FRANCE -- (Marketwired) -- 06/16/14 -- Urban Airship, the global leader in Mobile Relationship Management, and the Mobile Marketing Association (MMA) today announced a collaboration at the Cannes Lions Festival, using beacon technology and the festival's official iPhone app to deliver proximity-targeted messages and content to attendees near the Mobile Marketing Association's Mobile Center of Innovation.

Attendees with the app that have Bluetooth Low Energy turned on and have opted in to push notifications and location-sharing, will receive beacon-triggered push messages deep-linked to rich in-app content including an agenda of the MMA roundtable stage activities and an invitation to view award finalists in the Cannes Lions Gallery of Mobile Awards.

Eventbase Technology worked with Cannes Lions to create the festival's official app and implement beacons in various locations around the festival to drive deeper interactivity at sessions through discussions, polling and surveys, as well as next-level attendee networking with the app's "Around Me" feature called Cannes Connect. Eventbase partnered with Urban Airship for event-wide push messaging and beacon-triggered notifications.

"We're proud to be at the vanguard of event mobile engagement with Urban Airship showing how mobile and beacon technology can enhance experiences," said Sheryl Daija, chief strategy officer and general manager, global events, Mobile Marketing Association. "Alerting nearby attendees where they can view the year's best mobile work, and later announcing the winners, is any easy way to enrich their experiences."

Urban Airship, Eventbase and Possible executives will also participate in a panel as part of the Cannes Lions Festival on Wednesday, June 18th from 1:00-1:30pm at the MMA Tent, titled: Re-Engineering the Brand Dialogue: Apps Become the Epicenter of the Customer Connection.

"This panel will hit on a topic that every attendee at Cannes Lions Festival should have running through their minds -- the future of their industry," said Jason Burby, President of the Americas at Possible. "We'll discuss how the power has shifted from media to the consumer, and how brands large and small need to consider how to gain a persistent foothold on consumers' now predominant mobile screen lest they lose relevance."

About the Mobile Marketing Association (MMA)The MMA is the world's leading global non-profit trade mobile marketing association comprised of more than 800 member companies, from nearly 50 countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA's mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA's mission are four core pillars: to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development. Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate-Palmolive, Dunkin' Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L'Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc., Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA's global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For information about the MMA please visit www.mmaglobal.com.

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